Question 1

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Accepted Answer

A) True 
 B)False

Question 2

The use of infomercials represents an effective use of advertising dollars.

Accepted Answer

A) True 
 B)False

Question 3

As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

Accepted Answer

A) True 
 B)False

Question 4

As customers walk into Phat Pat's clothing store, they are greeted by a salesperson who asks the question, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Accepted Answer

A) True 
 B)False

Question 5

An effective public relations program informs the public that the firm is responsive to their needs.

Accepted Answer

A) True 
 B)False

Question 6

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:

Accepted Answer

A)  publicity to help create a positive image for her firm and its products. 
B)  the extensive use of persuasive advertising. 
C)  emphasizing personal selling rather than public relations. 
D)  changing jobs because this situation is hopeless. 
A)  publicity to help create a positive image for her firm and its products. 
B)  the extensive use of persuasive advertising. 
C)  emphasizing personal selling rather than public relations. 
D)  changing jobs because this situation is hopeless.

Question 7

The primary purpose of a push strategy is to:

Accepted Answer

A)  push products on consumers and convince them that they need the products. 
B)  rush the production schedule for products and beat competitors to the market. 
C)  push the product down the distribution channel to retail stores. 
D)  push products away from traditional channels of distribution to save costs. 
A)  push products on consumers and convince them that they need the products. 
B)  rush the production schedule for products and beat competitors to the market. 
C)  push the product down the distribution channel to retail stores. 
D)  push products away from traditional channels of distribution to save costs.

Question 8

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product. This represents a push promotional strategy.

Accepted Answer

A) True 
 B)False

Question 9

Green Space is an organization concerned about preserving forests and wilderness areas. They hope to raise the public's awareness regarding this issue. Green Space can communicate their concern by utilizing advocacy advertising.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is an advantage of magazine advertising?

Accepted Answer

A)  Short exposure time 
B)  Ability to quickly change message 
C)  Superior color 
D)  Relatively short life 
A)  Short exposure time 
B)  Ability to quickly change message 
C)  Superior color 
D)  Relatively short life

Question 11

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

Accepted Answer

A) True 
 B)False

Question 12

With the increase of digital advertising, infomercials are rarely shown on television.

Accepted Answer

A) True 
 B)False

Question 13

Pat's Pie Pantry generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.

Accepted Answer

A) True 
 B)False

Question 14

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

Accepted Answer

A) True 
 B)False

Question 15

Global advertising can save companies money in research and ad design.

Accepted Answer

A) True 
 B)False

Question 16

The major complaint with advertising is that it provides no real benefits to the public.

Accepted Answer

A) True 
 B)False

Question 17

Compared to advertising, publicity offers the advantage of greater:

Accepted Answer

A)  flexibility. 
B)  personal appeal. 
C)  believability. 
D)  message repetition. 
A)  flexibility. 
B)  personal appeal. 
C)  believability. 
D)  message repetition.

Question 18

Which of the following helps explain the popularity of infomercials?

Accepted Answer

A)  The interactive nature of the presentation 
B)  The ability to clearly demonstrate the product's benefits 
C)  The use of an inexperienced salesperson who is believable 
D)  The impact of favorable government testimonials on potential buyers 
A)  The interactive nature of the presentation 
B)  The ability to clearly demonstrate the product's benefits 
C)  The use of an inexperienced salesperson who is believable 
D)  The impact of favorable government testimonials on potential buyers

Question 19

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about:

Accepted Answer

A)  $50. 
B)  $100. 
C)  $500. 
D)  $1,500. 
A)  $50. 
B)  $100. 
C)  $500. 
D)  $1,500.

Question 20

Advertising provides the public with free TV and radio programs.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

The use of infomercials represents an effective use of advertising dollars.

As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

As customers walk into Phat Pat's clothing store, they are greeted by a salesperson who asks the question, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

An effective public relations program informs the public that the firm is responsive to their needs.

The primary purpose of a push strategy is to:

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product. This represents a push promotional strategy.

Green Space is an organization concerned about preserving forests and wilderness areas. They hope to raise the public's awareness regarding this issue. Green Space can communicate their concern by utilizing advocacy advertising.

Which of the following is an advantage of magazine advertising?

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

With the increase of digital advertising, infomercials are rarely shown on television.

Pat's Pie Pantry generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

Global advertising can save companies money in research and ad design.

The major complaint with advertising is that it provides no real benefits to the public.

Compared to advertising, publicity offers the advantage of greater:

Which of the following helps explain the popularity of infomercials?

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about:

Advertising provides the public with free TV and radio programs.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Union and Employeemanagement Issues

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money, Financial Institutions, and the Federal Reserve

Managing the Marketing Mix: Product, Price, Place and Promotion

Extension: Working Within the Legal Environment

Extension: Using Technology to Manage Information

Extension: Managing Risk

Extension: Managing Personal Finances

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